The pure and Cr-doped ZnO nanomaterials were prepared by soft chemistry route. The crystallinity and morphology of as-prepared ZnO nanomaterials were studied by X-ray diffraction (XRD), transmission electron microscopy (TEM) and high-resolution transmission electron microscopy (HRTEM), which show that Cr-doping could influence crystal and improve the oriented growth of ZnO nanomaterials. The amount of contents and valence state of Cr ions were investigated by energy dispersive spectroscopy (EDS) and X-ray photoelectron spectroscopy (XPS), which demonstrate that the Cr ions are uniformly doped about 2 atm% in each nanowire and are in +3 valence state in doped ZnO nanomaterials. The effect of Cr-doping on the photoluminescence (PL) and magnetic properties of as-prepared ZnO nanomaterials were principally investigated at room temperature. The Cr-doping can adjust the energy level of ZnO nanocrystal and increase the amount of defects and oxygen vacancies, which lead to shift in the emission peak position in ultraviolet (UV) region and enhance the PLperformance in visible light (VL) region of ZnO nanomaterials. In addition, the presence of Cr dopant in ZnO structures establishes the room-temperature ferromagnetism, which is possibly related to the existence of defects and oxygen vacancies as well as due to exchange interaction between Cr 3d and O 2p spin moments. (C) 2008 Elsevier B.V. All rights reserved.